The Japanese electronics maker on Monday named Michael Fasulo as the new president of Sony Electronics in the U.S., replacing Phil Molyneux. Mr. Fasulo, who joined Sony in 1984, now serves as executive vice president in charge of sales and retail execution in the U.S.

Mr. Molyneux, the current president and chief operating officer of Sony Electronics from 2010, had carried out various cost cuts as sales weakened due to competition from Samsung Electronics Co. and other rivals. He is slated to become non-executive chairman as of January 1.

In a statement, Mr. Hirai said Mr. Molyneux “laid a firm foundation for future growth” and added Mr. Fasulo’s strong background in sales and marketing will help Sony Electronics to strengthen customer relations and expand its business.

“I have strong resolve to lead Sony in the U.S. to success,” Mr. Fasulo said in the statement.

Still, Mr. Hirai has been busy moving around key positions as he crafts fresh strategies to turn around its loss-making businesses ranging from televisions to personal computers. Just last month, he tapped Kenichiro Yoshida, who heads Sony’s Internet service provider subsidiary, as chief strategy officer. Mr. Yoshida replaced Tadashi Saito, who had only been in that position for just 19 months.

Sony often discloses changes in executive positions ahead of its annual shareholders’ meeting in June, but the chief strategy officer announcement came just a week after Sony slashed its profit forecast for the year by 40% and cut its sales target for four of its electronics products: TVs, PCs, digital cameras and video cameras.

The new appointments in the U.S., meanwhile, come just ahead of next month’s Consumer Electronics Show in Las Vegas where Sony is expected to have a full line-up of “ultra high-definition” TV.